More Emails Won’t Fix Your Churn
About this episode
Most brands think they have a retention problem.
They don’t.
They’ve got an everything-else problem…and they’re trying to fix it by sending more emails.
In this episode, Adam is joined by Craig Niven, Founder of FILDI, to unpack what actually causes subscription churn — and why your lifecycle team is being asked to fix things they didn’t break.
From acquisition quality and pricing strategy to failed payments quietly draining revenue, this is a look at the parts of subscription businesses that don’t show up in your Klaviyo dashboard.
Craig’s spent 15+ years working in subscriptions across Sky, BT, News UK and sports streaming platforms, and now helps brands stop the bleeding and build subscription models that actually hold together.
He’s also a Lord of one square foot of Scotland.
In this episode
- Why “retention = emails” is one of the biggest myths in eCommerce
- How churn often starts with who you acquire (not how you retain)
- Why discount-led acquisition can backfire long-term
- The pricing mistakes that quietly kill subscriber value
- What passive churn is — and why most brands miss it
- Why emails can’t fix broken systems (but still have a role)
- What a proper retention system actually looks like
Links
FILDI → https://fildi.coCraig Niven (LinkedIn) → https://www.linkedin.com/in/craigniven/Adam Pearce (LinkedIn) → https://www.linkedin.com/in/shopifyexpertadampearce/Blend Commerce → https://blendcommerce.com
If your churn rate is creeping up…this episode will tell you why and what you can do about it.